Ivanka Trump Fine Jewelry Is No More

Owen Stevens
March 15, 2017

Ivanka Trump plans to step aside from her executive roles at the Trump Organization and her lifestyle brand, but says she is confident both businesses will continue to "thrive".

Ivanka Trump's brand has discontinued its high-end jewelry collection, focusing on more affordable fashion jewelry instead.

Ivanka Trump is getting out of the fine jewelry business.

According to USA Today, the jewelry line will focus "our efforts on existing and new categories that are most relevant to our loyal customers - including fashion jewelry, which successfully launched last fall with price points that are aligned with the rest of our collection".

The company's decision to go mass with its jewelry offerings is probably shrewd, considering the Trump administration's core constituency.

Her fine jewelry line, which features products ranging from $400 to $25,000 (including this 18K white gold and diamond bangle that retails for $12,400), will be the first to be cut. Ms. Trump maintains her financial stake in the company.

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Pieces in Trump's more affordable collection are priced under $100 and sold at retailers such as Lord & Taylor.

The announcement came as the company is trying to reposition itself in the market after Klem took over in January.

In February, President Donald Trump's senior counselor Kellyanne Conway said during a live interview that people should go out and buy Ivanka Trump's clothing, which had recently been dropped by Nordstrom.

CNN reported that this move will put her jewelry closer to the price point of her other products.

The shift toward a focus on the mass market could also be a result of the company's attempts to better understand its consumer base. Trump has called himself the "blue-collar billionaire", so it only makes sense his daughter would rebrand to fit the large audience that elected him president.

Other reports by VgToday

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